LMAP 2022-25

Marketing and Activity Plan 2022–25

EXPLANATION NOTES

Prepared by the Vibrant City Group, Maitland City Council May 2022. All timeframes are indicative and may be subject to change. While trader support is identified for actions in this plan, some activities may be varied, depending on the level of trader support at the time.

Cover Image: Neon Nights 2021

ACKNOWLEDGEMENT OF COUNTRY

Maitland City Council acknowledges the Wonnarua People as the Traditional Owners and Custodians of the land within the Maitland Local Government Area. Council pays respect to all Aboriginal Elders, past, present and future with a spiritual connection to these lands.

The Riverside Walk, The Levee

1. INTRODUCTION

The Levee Marketing and Activity Plan 2022-25 (LMAP) is the guiding document for Council’s approach to promoting the area defined as ‘The Levee’ as a lifestyle precinct.

Over the next three years, the branding of The Levee will be reviewed in order to stay fresh and current with the objective to continue to promote the area as a lifestyle precinct to businesses, community members and visitors. We want The Levee to continue to be the place people meet, eat, shop and access services.

Marketing The Levee precinct remains a priority to ensure brand is top of mind to the customer as well as maximising potential for all promotion and activity planned. Extensive marketing activities and opportunities have been identified in this plan to ensure its success. In addition to these, investigation and consideration of changing trends will continue to be a priority throughout the three year plan and changes and or improvements will be implemented as needed.

Marketing of The Levee, will continue to stay up to date with the latest trends, including expanding our digital footprint. Key messaging will focus on supporting local businesses while encouraging the community and visitors to participate in various activities and events by promoting The Levee as a premier lifestyle destination.

Activities that celebrate The Levee and encourage people to spend their leisure time in the precinct are an ongoing part of the plan. A suite of activities and promotions will be developed, building on previously delivered public programs and responding to community feedback, contemporary trends, and future opportunities.

These activities will vary from small but regular activations to medium and larger scale performances and events, as well as temporary installations, including Christmas decorations. Activities will take place at different times of day in different areas throughout the precinct to spread the potential advantage businesses can gain from the extra members of the public visiting the precinct.

The goal of the marketing and activities at The Levee is to attract people to the precinct, creating a flow on effect to the local businesses.

WHAT IS THE LEVEE PRECINCT?

The Levee Precinct is the heart of Central Maitland. It is where people come to meet, shop, eat and access services. The precinct offers a range of dining and entertainment options, a blend of small business and national retail stores as well as professional services, including hairdressers, solicitors, real estates and accountants.

It comprises The Levee Shared Zone, The Riverside Walk and the surrounding central business district (CBD) encircled by Ken Tubman Drive. Businesses in the precinct pay a CBD rate levy that makes the marketing and activities at The Levee possible. Over the years, these initiatives have become what our visitors think of when they think of The Levee.

CONNECTION TO COUNCIL’S STRATEGIC DOCUMENTS

Council’s Delivery Program 2018-2022 (Revised) incorporating Operational Plan 2021/22 identifies a range of objectives related to The Levee.

These include:

• 8.1.1.1. Develop and deliver a marketing and activity plan for The Levee which delivers marketing campaigns, promotions, and activities.

• 15.3.2.1. Promote our services and city experiences through marketing, advertising, signage, imagery and the ten different brands we manage, including libraries, pools, gaol gallery, The Levee and events.

• 8.1.1.3 Deliver trader networking and education programs to support business development and attraction

• 8.1.1.4 Develop guidelines for the use of the public spaces within The Levee. In addition to the Delivery Program, there is a range of guiding documents for Central Maitland that directly or indirectly impact The Levee precinct. These include:

• Central Maitland Structure Plan

• Maitland +10 Community Strategic Plan

• High Street Master Plan and Laneways Action Plan

• Central Maitland Heritage Interpretation Master Plan

• Maitland’s Place Activation Strategy

• Destination Management Plan

All adopted plans and strategies are available on Council’s website maitland.nsw.gov.au

RELATED PROGRAMS AND ACTIVITIES OF COUNCIL

• Maitland Flagship Events Program

• Maitland Place Activation Strategy Implementation

• Central Maitland Heritage Interpretation Master Plan Implementation

• Destination Management Plan Implementation

CONSULTATION

In the preparation of this plan, The Levee Life (customer) database of over 9,000 subscribers, followers of The Levee Facebook page (followed by over 14,000 people), the business community (The Levee traders) and property owners were invited to complete a survey. Specifically, we asked what activities people wanted to see and how people want us to communicate and share information with them.

Further conversations with The Levee traders based on the survey results were then used to guide the development of the plan. Staff who regularly engage with the community to plan and deliver Council projects were also consulted.

This feedback has helped shape this marketing and activity plan.

The Levee Lifestyle Brand Update 2019/20

OUR CUSTOMERS TOLD US THEY:

• Enjoy visiting The Levee for events and the stores that they visit. Live music, Christmas time, and sales and giveaways are their favourites.

TOP FOUR INITIATIVES THE LEVEE CUSTOMERS ENJOY:

Events

Christmas at The Levee

Live Music

Sales and Giveaways

• Would like to see a change in the look and feel of The Levee advertising collateral to showcase the diversity of both day and night events and activities.

• Want to see and hear more events and activity information. They use Facebook, Instagram, TV, Streaming Services, Radio, Online Advertising (News and Local Guides), and Google to keep informed about what is happening at The Levee.

THE LEVEE TRADERS TOLD US THEY:

• Support events, kid’s activities, Christmas time and sales and giveaways.

Events

Kids Activities

Sales and Giveaways

TOP FOUR INITIATIVES TRADERS SUPPORT: Christmas at The Levee

• Like to hear from us through email and informational sessions.

• Want to continue advertising on television, TV on demand, radio and print media.

• Want more promotion on Facebook, Google and online news and local guides.

MEDIA VALUED BY THE LEVEE TRADERS:

2. MARKETING AND BRANDING PHOTOGRAPHY AND VIDEOGRAPHY

A key element of brand is imagery and video. Over the life of this plan, an update of The Levee brand is required to enhance the current assets and reflect the latest events, activities and spaces of the lifestyle precinct. The update will also cover a range of demographics to reflect the diversity of the community. An agency will be engaged to assist in updating the brand assets. The updated brand assets will include photography and videography to be used in all marketing deliverables, including website, television, print media and online advertisements.

In addition, a photography package will be offered to businesses who have not participated in previous photography package opportunities. Images captured will be provided to traders for use across their website, social media, and other platforms to market themselves. Council will also use these images in the general promotion of The Levee.

TELEVISION

Television is a significant medium for The Levee brand because it continues to be popular with our customers. We will review the current suite of advertisements in line with the roll out of the photography and videography brand update on major and partner channels such as NBN, Prime7 and Channel 10.

To achieve maximum reach and market penetration within budget, we will continue to disperse advertising schedules in short bursts over periods of seven to 10 days. The timing of these advertising schedules will coincide with times of need for the traders, outside of other significant advertising campaigns for the precinct.

Consult with an agency to execute a brand update for The Levee TVC

Roll out new 15 and 30 second updated television advertisements

Source television advertising schedule for the 12 month period in conjunction with a media buyer to ensure the greatest reach

BROADCASTER VIDEO ON DEMAND (BVOD)

BVOD is video on demand services that offer live streaming, broadcast and exclusive content, allowing people to catch up on free to air TV shows. Advertising on BVOD cannot be skipped by the user, ensuring the full advertisement is viewed.

We will explore bookings through platforms that geotarget advertisements on streaming services such as 9Now, 7Plus, 10Play and Foxtel.

Source BVOD advertising schedule for each 12 month period

Monitor which networks add the ability to advertise as well as any other future opportunities

RADIO

The Levee will continue to use radio as a medium to maintain ongoing brand awareness and to promote larger scale events.

We will ensure advertisements are aired on the best suited stations to achieve maximum exposure with listeners over a range of target audiences.

The Levee 30 second advertisements will be continuously reviewed and updated as required.

Seek and implement a monthly schedule of radio advertising in prime listening windows for local stations

Update radio advertisements as required to reflect upcoming events and/or campaigns

Review and produce additional radio advertisements as part of the brand update that reflect The Levee as a lifestyle precinct when the rebrand starts

Roll out any additional radio advertisements produced as part of the brand update

SOCIAL MEDIA

Social media will be one of the main sources of marketing for The Levee. Facebook will continue to be used to promote weekly and monthly events and promotions at The Levee. Facebook will also be used to highlight businesses as well as promote the leisure and recreation opportunities to emphasise and advertise The Levee as a lifestyle precinct.

An Instagram account specifically for The Levee will be researched and developed in conjunction with the photography and videography brand update with an agency, to help launch the platform and create a large following like Facebook.

In addition, we will produce a suite of digital assets for the use of traders on their own social media channels. These assets will be for special promotions such as events or activities like the One Day Sale.

Other social media platforms will be investigated and implemented if suitable.

Consult with an agency to develop a Levee Instagram presence and following in line with the brand update

Launch Instagram page, in line with Council’s social media policy and guide

Encourage traders through reminders via email, newsletters, and face to face conversations to share their news, events and specials on The Levee Facebook page and use appropriate hashtags

Develop a strategy to determine the objectives of these social channels, including a balance of content

Develop and implement a calendar of ongoing posts and status updates across The Levee social channels

Continue to showcase businesses and share their content on Facebook

Investigate the suitability of other social media platforms for further promotion of The Levee

Create a suite of digital assets that the traders can use, which are Levee branded

DIGITAL ADVERTISING

Digital advertising refers to marketing through online channels, such as social media platforms, websites, streaming content, and more. We will continue to use direct and known campaigns and events for digital advertising on platforms such as Facebook, Instagram, News and Local Guides such as NewsCorp, Hunter Hunter, Newcastle Live and streaming services such as Spotify to be able to reach a larger and diverse audience outside of those who are already familiar with The Levee.

Other digital platforms to advertise on such as other news and local guide outlets, social media platforms as well as streaming services such as YouTube, Apple Music, live radio apps and others will continue to be investigated and provided for The Levee.

A 12 month advertising schedule taking into account each campaign and event at The Levee will be developed with the aim of increasing brand awareness and visitation to the precinct.

Continue to investigate other social media platforms to advertise on for suitable campaigns

Seek and implement digital advertising campaigns on news and local guides suitable to campaigns

Continue to investigate digital marketing packages for other news outlets across the Hunter and surrounding areas

Seek and implement monthly schedules for streaming services suitable to campaigns

investigating other audio streaming services and following the trends

Develop an annual advertising schedule for campaigns and events at The Levee

GOOGLE ADVERTISING

We will continue to use direct and known campaigns on Google search advertisements. We will rotate a mix of display and video advertisements using photography and videography to keep search result statistics high and brand awareness of The Levee engaging.

We will also incorporate targeted campaigns into Google advertising, such as sales and giveaways, events, and Christmas.

Investigate packages for display advertising at key times for greater reach and market penetration

Continue to use The Levee website and social media as the main calls to action

WEBSITE

The Levee website is one of the top three sources of information our customers and businesses use to find out what is happening in the precinct. Since the launch of the new website in 2021, the monthly website visitation has increased by over 220%. As the website is a high traffic area, we will continue to create and update the platform with fresh content, promotions, business information and events to ensure that visitors to the site can easily find the information they need.

Continue to build the online business directory and keep details up to date

Engage with businesses to encourage them to provide updates to their business directory pages

Engage with businesses to provide information on upcoming events that can be added to the events calendar

Engage with a writer to develop blog content each month for the stories section of The Levee website

Review website format and accessibility

OUT OF HOME ADVERTISING

Out of home advertising (OOH) is any visual advertising media found outside of a person’s home. This can include billboards, digital billboards, public transportation ads, cinemas, stadiums, and in transit areas such as airports or train stations. We will continue to explore availabilities and opportunities to advertise to increase brand awareness.

An update on the current wayfinding signage within The Levee is required.

Continue to investigate opportunities that may arise for OOH Advertising

Investigate options to update current wayfinding signage at The Levee Shared Zone

Depending on outcomes of investigations, update wayfinding signage at The Levee Shared Zone

PRINT COLLATERAL

We will continue to provide businesses with print collateral such as posters and flyers of any upcoming activities and promotions within The Levee to provide to their customers. We will also continue to leverage other Council marketing activities including unaddressed mail services to share information to all households about upcoming activities, events and promotions.

Where appropriate, we will explore opportunities to book print media to promote events and activities to reinforce the brand and encourage visitation from locals and visitors.

Print and distribute posters and flyers to businesses throughout the year to promote upcoming events and activities

Distribute flyers at key times throughout the year (includes distribution via Australia Post unaddressed mail services)

Leverage any appropriate print media opportunities as they arise

Book any print advertising in newspapers or magazines as appropriate

PUBLIC RELATIONS

In conjunction with the launch of the Instagram page, an agency will produce an awareness campaign. Through the use of calls to action and encouraging user generated content, the campaign will ensure The Levee is top of mind as a shopping, dining and lifestyle destination across the region.

Media influencers on Instagram, TikTok, YouTube and radio personalities will also be investigated as potential partners to ensure that we can share and further promote the space as a lifestyle precinct.

Engage an agency to develop a campaign for The Levee

Roll out the campaign in line with the launch of the Instagram page

Research, engage and invite media influencers to The Levee

CUSTOMER NEWSLETTER

The customer database has an audience of more than 9,000 customers and continues to grow each year. It is one of our largest platforms for directly communicating with our audience. Newsletters sent to this database through Mailchimp achieve an average click rate of more than 30%, which is above the platform's national average of 17.38% for marketing and advertising mailouts.

The Levee Life newsletter will continue to highlight what is happening in the precinct and use The Levee website as the primary call to action. At key points throughout the year, such as upcoming flagship events, activities, activations and promotions we will send targeted emails to the database to encourage visitation during these specific dates.

Deliver quarterly customer email newsletter for The Levee to the customer database

Deliver emails to the customer database at key promotional points of the year and for flagship events occurring within the precinct

Deliver any additional event newsletters to the customer database

PROMOTIONAL ITEMS

Feedback from traders said the most useful promotional items were the calico bags which will continue to be distributed. We will continue to investigate opportunities to integrate The Levee brand through promotional products that help traders add value to their customers.

Each year investigate additional promotional products through a trader survey

Order promotional products as required and appropriate

TRADER COMMUNICATIONS AND NETWORKING

A vibrant precinct includes businesses that are engaged with The Levee as well as each other. Networking opportunities with the business community will foster connections and provide an extra level of engagement. These opportunities are a chance for feedback, information and skill sharing.

Produce a monthly email newsletter with updates on marketing, activities and other initiatives related to The Levee

Provide opportunities for traders to provide feedback and get involved in the promotion of The Levee

3. PROMOTIONS AND ACTIVITIES PROMOTIONS

Special promotions that focus on the retail sector of The Levee provide the precinct with extra publicity. In particular, they highlight the range of businesses and provide an additional inducement for people to shop at The Levee. The promotions include a random draw with a grand prize. Customers enter the draw by spending $20 or more at participating stores.

ACTIVITIES

Over the next three years we will continue to organise a range of small to medium scale and occasional larger scale activities at The Levee. The focus of these activities is to attract visitation and further highlight The Levee as a lifestyle precinct. Activities at The Levee will occur during both daytime and the evening with a wide program that appeals to different demographics within the community. New and repeat visits by people creates familiarity with the area including the businesses in the precinct.

Between 2022 and 2025, activities at The Levee will develop from the seasonal thematic approach of previous years to an ongoing program with offerings of different scope and scale. The program aims to make people think that ‘there’s always something happening at The Levee’.

We will prepare an annual calendar of proposed activities which provides the capacity to respond to contemporary trends and opportunities.

Regular small scale activities like pop up performances, arts and crafts workshops and kid’s activities

Medium scale activities like live music performances, themed events and laneway activations

Special larger scale activities like car display days, large music performances and mini markets

Temporary decorations and installations, including Christmas decorations

PUBLIC USAGE POLICY

The Levee as a public space has become a desirable place for the community to create their own kinds of public activities. As markets become a regular feature of The Levee Shared Zone, the potential for commercial operators to casually lease spaces will also become more appealing.

In order to support and leverage interest from the community to use The Levee, we will develop a Council Policy with accompanying guidelines and application process. This policy and application process will allow community and commercial activities that are beneficial to the precinct to be approved.

Christmas Mini Market 2020

4. REPORTING BACK

Over the three years of the LMAP, we will share our completed initiatives and successes with The Levee traders quarterly. We will provide an annual report for the mid year trader function and distribute via email. Each year we will seek input from The Levee traders on the proposed activities for the next financial year for the development of an activities calendar, that aligns with this three year plan.

Present an annual report at the mid year Trader Function and distribute via email

5. OTHER COUNCIL INITIATIVES

Council is committed to supporting Central Maitland beyond the marketing and activities outlined in this plan. The Levee will be a key part of marketing and tourism campaigns along with other attractions of the city. As the home of many flagship events, place activations and other festivities, The Levee and its businesses benefit from added exposure and higher than average foot traffic.

In the next three years these initiatives include but are not limited to:

• Maitland Taste, Aroma Coffee and Chocolate Festival, Riverlights Multicultural Festival and New Years Eve.

• The new ‘After Dark’ event that is under development.

• Place activations such as Streets as Shared Spaces and semi permanent installations or artworks.

• Visitor Economy campaigns.

• Attracting new businesses and development opportunities for existing businesses.

• Inclusion in What’s On booklets that are sent to over 46,000 households quarterly.

• Inclusion in LED Sign and poster signage at the Visitor Information Centre.

Funds for running these initiatives are not drawn from the CBD Rate Levy. Where appropriate The Levee may provide some marketing support to flagship events and place activations.

6. WHAT DOES SUCCESS LOOK LIKE?

All of the marketing and activities planned for The Levee are aimed at increasing visitation and the appeal of the precinct to the community. From this there will be a flow on effect for businesses as more people come to The Levee. Over the next three years we want to maintain our connection with existing markets while establishing ourselves with new markets, increasing visitation.

We can measure the success of our marketing and advertising campaigns through data on reach and impressions provided by the advertising platforms we use. This includes the number of people who have seen and engaged with the advertisement. By tracking link clicks to the website and the advertising campaign they come from, we can measure the effectiveness and genuine interest of the marketing campaign for The Levee.

The success of activities can be measured by attendance and customer feedback. Successful promotions can be measured on the number of entry forms that were distributed. To be effective in bringing more people to The Levee activities and promotions need to attract different people at different times. A successful program of activities is one that provides consistently well attended attractions for the precinct.

The New One Murial, Bourke Street Link

welcome@theleveemaitland.com.au